Originally at https://searchenginewatch.com/2016/06/21/the-state-of-influencer-marketing-in-2016/

Before Vine’s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it’s grown?

Justin Bieber has 22 million YouTube subscribers. Rihanna has 21 million. Katy Perry and Eminem, 18 million apiece. These four musicians are among the most famous people on the planet, and none of them has even half the following of Felix Kjellberg.

You know, PewDiePie. The Swedish video gamer who made $12 million last year, as the most-followed person on YouTube. Though PewDiePie largely stays away from marketing (though he has partnered with Mountain Dew in the past) the same can’t be said for many of his fellow social media stars-turned-actual stars.

Logan Paul, a Vine celebrity who has graced the cover of AdWeek, has worked with Verizon, Nike and Dunkin Donuts. Michelle Phan parlayed a YouTube channel about makeup tutorials into a line of cosmetics with L’Oréal. Influencer marketing has been huge for a while. How has it changed as it’s gotten bigger?

Vine declines as Instagram and Snapchat soar

Vine has traditionally been a big platform for social media influencers – Paul has nearly 4 billion loops – but its star is fading. Analyzing the Vine accounts with more than 15,000 followers, influencer marketing technology platform Markerly found that 52% of those users have left the platform. Paul hasn’t posted a new Vine since April.

“I don’t think there’s one specific reason why, but the content is way too short,” says Sarah Ware, founder and chief executive (CEO) of Markerly, who believes Vine became so popular because it was something of a novelty in 2012. “If Vine were to be released now, it probably wouldn’t be that popular because there are so many video platforms now. At the time, it wa…

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